The objective was to create a purchase preference for Intel tablets and 2in1s in a fairly fragmented market. The insight showed that Cricket World Cup 2015 was of top interest to Intel’s own media base fans. So,we decided on leveraging the cricket fever and created a unique customized experience for consumers online and offline. We launched #RunMore as an integrated campaign that covered social media, mobile, gaming, retail, OOH and e-commerce. The consumer could easily experience the speed and performance of tablets and 2in1s.
Exclusive content on Intel’s own social channels, offer-led and OOH communication rushed consumers to their nearest stores, get the experience, play the games and avail the offers. This campaign resulted in a digital reach of 4.26 million and conductions of around 72,000 demos at retail. There was increased conversion, unique content, increased engagement and the overall demand improvement for tablets and 2in1s.
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